A spa day or wellness break is something people plan for a special occasion, a well-earned moment to switch off, or a chance to make memories with friends, partners or family. They go looking for the right place on social media, so as a spa hotel, you want to be what they find.
Statista reports that 75% of travellers look to social media for inspiration for their next trip, and American Express found that almost half are drawn to places that will look good in their photos and videos.
Most people choose a spa hotel based on three things:
- Location
- If it feels like a real escape, worth the price
- If someone they trust has been and loved it
Because a spa break is a treat, people want to be sure it’ll live up to the hype before they pay for a package. Creator content gives them that reassurance. When a creator shares their visit, it reaches their own followers and anyone searching TikTok for things like “spa days UK”, so people can experience your spa through someone they trust before they book.
Most spa hotels have no trouble getting noticed by creators. The hard part is finding the right ones. Requests pour in, and it’s difficult to tell which are genuine, whose audience matches your guests and who will actually turn up, and working out what to offer each of them takes time your marketing team doesn’t have.
Why Creator Content Works for Spa Hotels
- Spas are made to be shared. Steam rising off an outdoor pool, a candlelit treatment room, a cosy robe: these are the moments people save and send to their friends.
- It sells the whole experience. One video can show the spa, the restaurant and the grounds in a minute, so people see the full escape.
- It reaches people who’ve never heard of you. As well as their followers, a good video can be picked up on Instagram’s Explore page and TikTok’s For You page.
How Can Spa Hotels Work with Influencers and Creators?
There are four common ways:
- Gifted spa days and stays: Invite a creator for a spa day or an overnight wellness break, and if they enjoy it, they share an honest review with their followers.
- Paid partnerships: Pay a travel, wellness or lifestyle influencer with a highly engaged audience for agreed content, like a package launch or a seasonal campaign.
- Creator days: Host a group of creators for a spa launch, a new treatment or a refurbished facility.
- Videos for your ads: With Ad Studio, creators film your spa to your brief, made to run as Instagram and TikTok ads, and you own every video you approve.
And if a gifted video does really well, you can ask the creator whether you can run it as a partnership ad on Instagram or a Spark Ad on TikTok for 12 weeks. It’s their choice, and our guide to gifted visits, paid collaborations and videos for ads explains how the options fit together.
How to Find the Right Creators for Your Spa
The right creator brings your spa to life for exactly the guests you want. Here’s what to look for:
- Engagement, not just followers: creators don’t need a huge following. Look for an audience that’s paying attention, with plenty of likes, saves, shares and comments. On Joli, you can see each creator’s engagement rate before you approve them.
- An audience that matches your guests: on Joli, you can see where a creator’s followers are based by town and city, and their age and gender.
- A style that suits your brand: look at their past content and ask whether it would sit naturally alongside your brand and tone of voice.
- Experience with places like yours: see how they’ve covered other hotels and spas.
- A clear brief: share what you’d love them to capture and which areas are off limits, so the visit goes smoothly for them and your other guests.
You’ll find hotel creators across the UK in our directory, and every creator on Joli is based in the UK and reviewed by our team before they can apply, so you start from people we’ve already checked.
What to Offer Creators
A clear, generous offer attracts creators who are excited to visit. Here’s what works for spa hotels:
- A spa day with a treatment and lunch or afternoon tea
- An overnight wellness break, so they can show the room, dinner and spa together
- A first look at a new treatment, package or facility, which gives them something different to film
How Joli Works for Spa Hotels
Joli is a creator platform built for hotels, restaurants and leisure brands. Instead of sorting through requests in your inbox and DMs, you set up a campaign and creators apply to visit.
- Set up your campaign: add what you’re offering, like a spa day or an overnight break, the dates that work for you and what you’d love creators to capture.
- Creators apply: creators who’d like to visit apply through Joli, so everything is in one place.
- Choose who comes: check each creator’s content, engagement rate and audience, then approve the ones that suit your hotel, whether that’s luxury, boutique or family-friendly.
- They visit: creators enjoy the spa, and if they love it, they share it with their followers.
- See the results: their posts are saved to your content library, so you can see the views and engagement from each stay or spa day.
What Creator Content for Spa Hotels Looks Like
A full spa day in Cheshire, from the hotel’s exterior to the pools, the thermal suite and a massage. It sells the whole escape in under a minute.
A massage, then the rooftop sauna and hot tub, at a boutique hotel in Glasgow city centre. It was filmed by a local creator for a local audience: exactly the people who could book a spa day next weekend.
The Results It Can Drive
Clermont Hotel Group uses Joli to show off its 16 London hotels. Since August 2025, creators have shared more than 1,200 pieces of content about them, with more than 7.8 million views and more than 211,000 engagements across Instagram and TikTok.
Figures are from Joli platform data, 1 August 2025 to 11 November 2026.
As more guests use social media to find inspiration for their next stay, Joli has become a really valuable partner in helping us showcase our London hotels. Over the past year, they’ve connected us with talented content creators who genuinely capture what makes our hotels unique, producing high-quality content that performs exceptionally well across Instagram and TikTok.
Robyn Hobson, Marketing Executive at Clermont Hotel Group
Ready to find the right creators for your spa? Book a demo and we’ll show you how Joli would work for your hotel.
Frequently Asked Questions
How do I market a spa hotel?
Sell the escape, not the facilities list. Show people how a day or a night with you feels, make your packages easy to understand and book, and use real content from guests and creators to inspire people at the dreaming stage, long before they compare prices.
Do spa hotels need influencers?
They're one of the best ways to show what a stay is really like. Spa breaks are a considered treat, and people trust a real guest's honest review far more than a brochure. Creators bring that trust to people who haven't heard of you yet.
How do I work with influencers as a hotel?
Be clear about what you're offering and what you'd love them to capture, check that a creator's audience suits your guests, and agree dates that work for your hotel. Joli makes it easier: you set up a campaign and vetted creators apply to visit, so you're not sorting through requests in your inbox.
What if other guests don't want to be in the content?
Privacy matters in a spa, so plan around it. Book creators at quieter times, agree which areas they can film, and make sure other guests stay out of shot. For bigger shoots, a dedicated creator day before opening or in a private area keeps everyone happy.
How do I find the right creators for my spa hotel?
Look past follower count. Check that a creator's audience is engaged and matches your guests, that their style suits your brand, and how they've covered similar places before. On Joli, every creator is reviewed before they can apply, and you can see each one's engagement rate and where their followers live before you say yes.
